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"Divided into two parts, the first section discusses how many people believe that the resilience, perseverance, and fighting spirit of Gu Liji in *Assembly No.* represent the backbone of the modern era. In my view, this reflects the Chinese spirit embedded in the Seven Wolves brand, a value that remains unchanged through time. This was also the result of Zhang Hanyu's popularity after the success of the *Assembly* campaign. Recently, Seven Wolves invested heavily to bring together international directors like Zhang Hanyu, Zhang Zhen, Hu Jun, and Asia’s top director Lu Chuan to create a new autumn and winter fashion blockbuster titled *Chinese Spirit • Chinese Dream*.
On the official website of Seven Wolves, it is reported that numerous celebrities have joined forces to produce this new fashion campaign, highlighting the theme of *Chinese Spirit • Chinese Dream*.
It is worth noting that while times are changing and the definition of a 'good man' has evolved—from the past emphasis on wealth to today’s focus on strength and courage—values such as taking responsibility, being resilient, and striving forward remain constant. A fascinating finding from Roland Berger’s global consumer value research, which surveyed 70,000 consumers across 16 countries, revealed 19 core values shared by most people. In China, this study became known as the “19+1†model, as it uncovered a unique value element not commonly found among Western consumers: the pursuit of a better life, success, and recognition. Therefore, the concept of *enterprising spirit* is the most common value among Chinese men.
Looking deeper into the development of Seven Wolves, it becomes clear that from its early "wolf culture" to its current "Chinese spirit" messaging, the brand has consistently emphasized positive struggle and an upward drive. This aligns perfectly with the needs of the times. The term "Chinese spirit" has given Seven Wolves a fresh perspective, allowing it to stand out in the market. This move has earned praise from industry experts.
For years, the most recognizable image of Seven Wolves has been its "wolf culture." This spirit, which once inspired many Chinese men, has never faded—it has now been redefined as part of the broader "Chinese spirit." As the business landscape evolves, competition among companies is no longer just about capital or business models, but also about deeper cultural and value-driven elements. With Chinese brands like Seven Wolves transitioning from "Made in China" to "Created in China," and expanding globally at a rapid pace, one question arises: What truly supports their growth? It is innovation and culture—specifically, the spirit of the Chinese spirit and the values it represents."